This document describes MessageWrap, a patented product that transforms grocery store checkout conveyor belts into dynamic advertising billboards. MessageWrap covers are installed in under two minutes without tools and display marketing messages to the captive audience at checkout. They provide retailers with a novel in-store advertising space. The document outlines MessageWrap's benefits for advertisers, including high traffic, time spent viewing, and impression quality. It also presents case study results and describes how the product works.

1. MessageWrap
Antimicrobial Supermarket
Checkout Conveyor Belts
in partnership with
Passionate Edge
2012

2. Advertisers
The average checkout time is 2-5 minutes.
MessageWrap™ is the only solution on the
planet that captures this opportunity and turns
it into shopper impressions and store revenue
streams.

3. Dirty Space. Wasted Opportunity.

4. Transforming grocery conveyor belts
into
dynamic billboards, for marketing
and advertising campaigns.
In partnership with
A Patented
Innovation

5. • Dynamic:
It moves.
• Innovative:
Something new that
catches the eye.
• Easy:
Installed in under
two minutes, with no
tools or expertise
required.
www.youtube.com/rethinkretail

6. MessageWrap is also coated with branded
antimicrobial
protection, for store safety and differentiation.
81% of consumers say their shopping decisions are
influenced by the cleanliness of the grocery store.

7. Pilot Program
Opportunity Seeking engagement with [Advertiser Name] for a
MessageWrap Pilot Program
o High traffic, high time on target, high quality impressions
o Ground-floor rates on premium in-store advertising space
o Greater value due to novelty of solution

8. Interested
Brands

9. Let’s Compare
The Value of MessageWrap.

10. Advertisers
Traffic
Of the 36,000 grocery stores in the United
States, the average one has:
2,000 customers per day.
14,000 customers per week.
112,000 customers per eight week
MessageWrap campaign.

11. Time on Target
Advertisers

12. Quality of Impressions
Advertisers
Checkout has a captive audience,
looking for stimulation.

13. Possibilities MessageWrap is Ideal for…
• New Product Launches
• Retail Partners Brands
• Messages/Brands that are NOT expected to be part of the
shopping experience
• Mobile Integration (text messaging, QR codes)
• Call to Action
• Coordination with Cashier
• Lead Generation
• Driving Traffic to Internet Destinations
• Activation Marketing
To Target…
• Shopper Mom
• Specific Regions
• Types of Communities
• Urban or Suburban Demographics
• And everyone who goes grocery shopping

14. Case Study Giant Eagle Case Study
Challenge
Giant Eagle sought to enhance their charitable support efforts for The Education Partnership,
a Pennsylvania-based non-profit organization dedicated to addressing educational
inequalities.
Solution
For the last eight weeks of the charitable drive, Giant Eagle chose to implement
MessageWrap checkstand belt covers at 50 select Pittsburgh-area stores in hopes of
catalyzing the charity effort at the point of sale. The vivid MessageWraps integrated well
with various in-store signage touchpoints while being reinforced by cashiers and staff who
championed coordinated t-shirts. The enthusiastic cashiers were pleased to have an eye-
catching visual aid featuring call-to-action messaging, perfectly placed to guide shoppers’
donation decisions.
Results
• Shoppers who checked-out in lanes fitted with MessageWrap were 10% more likely to
donate than shoppers who checked-out in lanes without MessageWrap.
• The size of each donation was 20% larger on average for the MessageWrap lanes than in
unmodified lanes.

15. How it Works
MessageWrap is a
conveyor belt cover,
installed in under 2
minutes, with no
disruption to your retail
environment
Video of a
MessageWrap installation,
performed by a 7 year old:
www.youtube.com/rethinkre
tail

16. How it Works
Handstand provides Checkstand Preparation, to
measure each belt and ensure accessibility
1. Handstand supports or leads Ad
Sourcing
o Retailer has full control of advertiser
selection / approval
2. Handstand receives or prepares
Artwork
3. Handstand produces and delivers
MessageWraps
4. Handstand supports Installation
Revenue, Repeat
o Always available for unlikely problem
resolution

17. Passionate Edge Limited
Ian McMonagle
Ianmac@passionateedge.com
Social Media:
Twitter: @RethinkRetail
YouTube.com/rethinkretail
Flickr.com/rethinkretail